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Account management

Discuss Account management within the Management accounting and Cost accounting forums, part of the Upload / Download Banking and Insurance Projects and Notes category; 1. Role of Account Planning 2. Account Planning system 3. What makes a Account executive Account Planning heavily focused on ...

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Account management
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Sunanda K. Chavan
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Account management - October 20th, 2010

1. Role of Account Planning
2. Account Planning system
3. What makes a Account executive

Account Planning heavily focused on consumer insight in advertising strategy development. Understanding consumer through qualitative research and consumer relationship development. It is the development of well-rounded, insightful creative strategies that lead to Effective & Relevant advertising

What is Account Planning?
The account planner monitors the market trends and the attitude of the consumer towards the client's brand and its competitors, in order to develop effective strategies for the creative team.

The account planner consumer's representative. In a nutshell the planner ensures that an understanding of consumer attitudes and reactions is brought to bear at every stage of advertising development. This means that the planner is a fully integrated member of the account team working on a continuously involved basis; bringing a consumer perspective to strategy development, creative development, pre-testing of ads and tracking of the brand's progress.

Almost every communications agency (and their clients) benefits from a disciplined system for devising communications/advertising/commercial strategy and enhancing its ability to produce outstanding creative solutions that will be effective in the marketplace. It is the planner’s job to guide or facilitate this process via the astute application of knowledge or consumer/market understanding.

Because planners are in a unique position in their jobs because they have an understanding of the audience through research expertise and an understanding of how it will be applied within their own business thus they provide a crucial bridge.

At the core of this task, is the need to understand the consumer/customer interchangeable) and the brand to unearth a key insight for the communication/solution (Relevance).

As media channels have mushroomed and communication channels have multiplied, it has become increasingly important for communication to cut through the cynicism and connect with its audience (Distinctiveness). The planner can provide the edge needed to ensure the solution reaches out through the clutter to its intended audience.

Moreover, to continue the learning cycle, planners must also recognise the need to demonstrate how and why the communication has performed (Effectiveness).

Finally, to bring upstream thinking to the brand’s development. Brands must move forward, or they die!
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Jitendra Mazee
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Re: Account management - February 26th, 2016

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Originally Posted by sunandaC View Post
1. Role of Account Planning
2. Account Planning system
3. What makes a Account executive

Account Planning heavily focused on consumer insight in advertising strategy development. Understanding consumer through qualitative research and consumer relationship development. It is the development of well-rounded, insightful creative strategies that lead to Effective & Relevant advertising

What is Account Planning?
The account planner monitors the market trends and the attitude of the consumer towards the client's brand and its competitors, in order to develop effective strategies for the creative team.

The account planner consumer's representative. In a nutshell the planner ensures that an understanding of consumer attitudes and reactions is brought to bear at every stage of advertising development. This means that the planner is a fully integrated member of the account team working on a continuously involved basis; bringing a consumer perspective to strategy development, creative development, pre-testing of ads and tracking of the brand's progress.

Almost every communications agency (and their clients) benefits from a disciplined system for devising communications/advertising/commercial strategy and enhancing its ability to produce outstanding creative solutions that will be effective in the marketplace. It is the plannerís job to guide or facilitate this process via the astute application of knowledge or consumer/market understanding.

Because planners are in a unique position in their jobs because they have an understanding of the audience through research expertise and an understanding of how it will be applied within their own business thus they provide a crucial bridge.

At the core of this task, is the need to understand the consumer/customer interchangeable) and the brand to unearth a key insight for the communication/solution (Relevance).

As media channels have mushroomed and communication channels have multiplied, it has become increasingly important for communication to cut through the cynicism and connect with its audience (Distinctiveness). The planner can provide the edge needed to ensure the solution reaches out through the clutter to its intended audience.

Moreover, to continue the learning cycle, planners must also recognise the need to demonstrate how and why the communication has performed (Effectiveness).

Finally, to bring upstream thinking to the brandís development. Brands must move forward, or they die!
Hey sunanda, thanks for sharing such a nice article and explaining about the account management. Well, i have also got something and would like to share it with you. So i am uploading a document where you would find more detailed information.
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File Type: pdf Account management.pdf (1.09 MB, 0 views)
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